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8/3/2019 IAB Ireland Feb 2011 V3
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February 2011
Digital Ireland: Key Insights from the Irish andGlobal online market
Michael Read
SVP/Managing Director, comScore Europe
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comScore is a Global Leader in Measuring the Digital World
NASDAQ SCOR
Clients 1600+ worldwide
Employees 900+
Headquarters Reston, VA
Global Coverage170+ countries under measurement;
43 markets reportedLocal Presence 30+ locations in 21 countries
V0910
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comScore Digital Business Analytics
Audience Measurement
Site AnalyticsVertical Market Solutions
Copy Testing
Campaign VerificationAd Effectiveness
Cross Media
Mobile Audience Measurement
Network Analytics & Optimization
Customer Experience & Retention
User Analytics
Advertising Analytics
Mobile AnalyticsUn
ifiedDigitalM
easurement
V091410
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comScores Innovative Approach Revolutionizes Measurement
PAGE TAGS
Unified Digital Measurement (UDM)
Patent-Pending Methodology
PANEL
2 Million Person Panel
360View of Person BehaviorPERSON-Centric Panel with
SITE-Census Measurement
V0910
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Ireland in a Global Internet Economy
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Growth is relatively low in North America
European growth mostly driven by Russia and Germany
Asia continues rapid growth on an already large base
Growth in LatAm expected to continue on the back of
increased residential broadband penetration region-wide
484.2
328.9
192.2
91.8 82.2
517.2
357.1
204.4
107.4 108.7
Asia Pacific Europe North America Latin America Middle East - Africa
Online Population by Region
(Millions) September 2009
September 2010
+7%
Asia Pacific Boasts the Largest Audience, While the Middle East andLatin America Lead in Audience Growth
1,179.3
1,294.8
September 2009 September 2010
Worldwide Online Population
(Millions)
+10%
+9%
+6%
+17% +32%
Source: comScore Media Metrix, September 2010
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71%57% 57%
69% 69%78%
29%43%
31%31% 22%
0%
20%
40%
60%
80%
100%
China India Brazil Mexico Turkey Ireland
comScore Extended Universe comScore Defined Universe
Extended Universe ..
We recognize that some usage is Driven by Locations Outside of Home &Work
The Extended Universe grows the online market in Ireland to almost 77% of people having access to the internet India has considerable room for growth; currently less than 9% of the population aged 15+ is online
Source: comScore World Metrix, September 2010, and CIA population estimates
Internet Penetration
43%
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56
66
44
34
DAFT Media
RTE.IE Ireland Audience
Non Ireland
Audience
The Majority of Top Properties Audiences are Coming
from Outside the US
19%
27%
81%
73%
Microsoft Sites
Yahoo! Sites
US Audience Non-US Audience
Source: comScore World Metrix, December 2010
The top 10 Global Propertiesattract a majority of UniqueVisitors from outside the US;Google Sites and MicrosoftSites attain 84% and 82% oftheir audience from non-UScountries, respectively.
RTE and Daft Media showconsiderable internationaltraffic
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Heavy Users Dominate Online Consumption
In all of the largest developing markets, heavy internet users account for a higher volume of total pages
Ireland has a slightly higher page consumption disparity, with 63% of pages viewed by 20% of thepopulation
Source: comScore World Metrix, September 2010
9.1 9.8 9.0 8.8 8.0
32.8 27.8 30.0 28.2 32.7
58.1 62.4 61.0 63.0 59.3
0%
20%
40%
60%
80%
100%
UK IE FR DE US
Heavy
Moderate
Light
Share of Page Views by User Segment
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Ireland: In Focus
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Irish Market is changing
IrelandNov 09 Nov 10
UKNov 09 Nov 10
Total UniqueVisitors (000)
8% 3%
Average Daily
Visitors (000)64% 27%
Total PagesViewed (MM)
17% 5%
Average UsageDays per Visitor
51.5% 23.4%
Total Visits (000) 47% 17%
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Demographic Composition Shows Irelands Online market is maturing
20
19
22
19
20
UK
15-24
25-34
35-44
45-54
55+
20.9
27.2
22.8
16
13
IE
Young males are typically the earliest adopters in emerging internet
markets and digital platforms
Strong presence of these early adopters in Ireland 48% of users are aged15-34 in comparison to 39.8% in the UK
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High time spent in category is a further indication of a developedmarketplace
Time spent in categories is broadly similar to other EU markets --- although there are some marked diiferencesamongst some of the countries
Source: comScore World Metrix, December 2010
Selected Categories Ireland GermanyUnited
KingdomSpain France
Conversational
Media 239.2 250.2 396.1 317.2 236.1Instant Messengers
217.0 323.8 364.3 366.2 267.1
(u) Real Estate51.8 30.9 29.6 25.1 15.7
Retail39.2 70.9 101.4 40.2 78.5
(u) Sports36.9 32.1 42.6 75.8 74.9
Auctions35.5 74.2 81.8 24.9 34.8
Search/Navigation23.6 34.5 50.2 33.1 50.8
Minutes/Visitor/Month
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Irish Online Retail has risen by 54% YOY and Travel has risen by 44%
Use of online banking remains relatively low at just 33% of all internet users. Thiscompares to UK Online Banking of 45% and a European Average of 36%
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Top 10 Online Retail categories in Ireland
82% of all people online in IE went to an online retail site in December 10
0%
5%
10%
15%
20%
25%
30%
35%
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Advertising on the Internet
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Branding Dollars: Digital lags badly
Source: Brand.net analysis based on data from Barclays Capital,Think Equity Partners, LLC, and DMA
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Average click through rates are consistently low across Europe
*Click-through rates across Static Image, Flash, and Rich Media formats
Source: DoubleClick 2009 Year-in-review Benchmakrs Doubleclick EMEAreport
0.00% 0.02% 0.04% 0.06% 0.08% 0.10% 0.12% 0.14% 0.16%
Austria
Belgium
Denmark
Finland
France
Germany
Ireland
Italy
Luxembourg
Netherlands
Norway
Spain
Sweden
Switzerland
UnitedKingdom
But Click through rates across Europe declined by 28% in just one year last year!!
Germany:
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Germany:A small group is doing most of the clicking
Source: comScore Marketing Solutions, Germany, August 2010
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Heavy Clickers: Not Representative
Source: comScore Marketing Solutions, Germany, August 2010
Internet Usage Skew
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But Digital Advertising Has Been Proven to Work!Branding Impact Significant
Source: comScore Brand Survey Lift Norms, US Market January 2011
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Can it Increase Consumer Engagement: Yes
Source: comScore Whither the click in Europe? February 2010
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Does it Drive Sales: Yes
Source: Whither the Click? 139 comScore studies in theJune 2009 Journal of Advertising Research
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Sales Impact Comparable to TV
BehaviorScan tests conducted over one year period
comScore studies over three months*
*Assumes 40% HH Internet reach against target.
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In Conclusion
The Irish Online Market is growing really well and is performing in much
the same way as many EU markets
Many Irish sites gather good international usage
Comscore UDM is FREE please contact us for details
Click rates are small and are declining so dont rely on the Click solelyas a measure of performance!
Brand Advertising Does Work Online and it is Measureable !
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Thank you!
Questions?
mailto:[email protected]